Mishcon de Reya's cuttings agency will have been demanding overtime for the coverage generated over the past couple of weeks since the firm announced that it was representing a group of clients seeking to ensure that it is Parliament, rather than the Prime Minister, that triggers article 50 and the UK’s formal exit from the EU.
It made headlines around the world, and on many front pages in the UK, with the firm front and centre of the coverage in the absence of any named clients. I can't recall the last time a law firm had its name plastered across the media like this.
It generated some negative publicity, with the then foreign secretary Philip Hammond saying: "I very much deprecate the idea of big law firms trying to interfere in our political system to overturn the will of the people.”
According to the Daily Express, the action could lead to riots on the streets, although to date the most there has been was a small demonstration outside of the firm's offices and, unsurprisingly, some Twitter hate.
Despite this, I imagine Mishcon's PR team considered this 'job done'. The negative comments are unlikely to do any serious damage compared to the name recognition it now has. Plus it no doubt drew in potential clients who wanted to join the action.
It subsequently emerged that someone else had actually beaten them to the punch in terms of launching a legal action on article 50, but by then it mattered not.
The profile was helpfully augmented by the firm acting on other matters attracting major publicity at the same time - representing J Sainsbury in winning £69m over fees charged on card transactions with Mastercard, and Saudi businessman Sheikh Walid Juffali in his divorce from former supermodel Christina Estrada.
In the space of a couple of weeks, Mishcon has displayed the wide range of its practice and its ability to deal with major litigation in the highest profile way. It'll be worth paying the cuttings agency.
Now the Brexiteers are fighting back. However, instead of marching for democracy, the 20 or so campaigners were standing relatively still for democracy outside the Mishcon de Reya offices. The law firm have been in the news of late thanks to their attempt to launch legal action to make sure that the formal negotiations to leave the EU aren’t started without an act of parliament.